The restaurant business is a competitive and challenging industry that thrives on the demands on its customers. With nearly 1 million restaurants employing nearly 13 million employees, the National Restaurant Association reports that the restaurant industry is one of largest industries in the private sector. To be successful, your restaurant must capture its customers and conquer its competition. A well-written, thoroughly researched marketing plan will aid you in attaining success.

1

Research the restaurant industry in your area. Consider the types of foods your restaurant will sell and research competitive restaurants that sell comparable types of food. Look for voids in the market, such as a lack in type of food or limited delivery options. Develop strategies that your business will use to fill those voids.

2

Research your customers and identify your target market. Analyze the types of customers that your business will cater to and determine what value and benefits your customers will find in your restaurant, such as extended operation hours, delivery options and specialty items.

3

Create your restaurant’s menu. Use the information from your research to develop a menu that meets the needs of the industry. Focus on filling menu voids and offering specialty items that cannot be located at competing restaurants.

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4

Isolate your restaurant’s true competition, now that you have a completed menu. Compare your restaurant’s strengths and weaknesses against those of your competition. Complete a SWOT analysis -- strengths, weaknesses, opportunities and threats -- to list and compare the internal and external aspects that affect your restaurant. Develop strategies to improve on restaurant weaknesses, take advantages of opportunities and eliminate threats.

5

Determine the methods that your restaurants will use to capture and retain its customers. Consider standard options, along with non-standard options to introduce your restaurant, such as guerrilla marketing. Get out and spread the word about your restaurant. Talk to people in the area, hand out menus and even hand out samples.

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About the Author

Writing professionally since 2004, Charmayne Smith focuses on corporate materials such as training manuals, business plans, grant applications and technical manuals. Smith's articles have appeared in the "Houston Chronicle" and on various websites, drawing on her extensive experience in corporate management and property/casualty insurance.